Sessions at SXSW Interactive 2011 about Public Relations on Tuesday 15th March

What should brands do when their reputations are taking a beating in front of millions of eyes on the world's largest social network?

If they're smart, they won't go the way of Nestle, which chose sarcasm and silence on its Facebook Wall in confronting an attack from Greenpeace earlier this year.

Instead, brands will follow the lead of companies like Capri Sun, which responded to a major customer complaint by regularly sharing the facts and then truly listening to their fans, ultimately averting a crisis.

From discussions on striking the right tone, moderating fan comments, and planning content, our panelists will share stories and best practices that demonstrate how brand marketers can answer and engage their Facebook critics.

When You Think of PR (Public Relations), your first impression may be of the silver tongued "flack" spinning a corporations' news, putting a positive slant on everything. With advances in networks, online communities and the ability of the average individual to become their own content producer and influencer - the face of PR is changing, shifting the focus from communications to engagement in increasingly public spaces both online and off.